WhatsApp Audience in Brazil
WhatsApp has an estimated audience of 28,365,556 people in Brazil. 60.3% are female, 39.7% are male, average age 40.3. Top regions: São Paulo, Minas Gerais, Rio Grande do Sul. Top brand affinities: Instant messaging, Videotelephony, Voice over IP, Erlang (programming language), OmeTV.
The average WhatsApp fan in Brazil is 40.3 years old, more female, and lives primarily in São Paulo. The audience is concentrated in São Paulo, Minas Gerais, Rio Grande do Sul. Top brand affinities include Instant messaging, Videotelephony, Voice over IP, with strongest over-indexing on Instant messaging (1.82× the country average). Demographically, the WhatsApp audience skews more female with an average age of 40.3, and over-indexes on personality traits such as LGBTQ+ Identity, Price Sensitivity. Compared to the country baseline, this audience shows distinctive patterns across 20 brand affinities and 27 regions tracked by Rascasse.
Category: Internet & Social Media · Type: Website / Newspaper / Magazine · Subtype: Social media
Demographics of WhatsApp fans
| Metric | Value |
|---|---|
| Female | 60.3% |
| Male | 39.7% |
| Average age | 40.3 |
| Estimated audience size | 28,365,556 |
Audience persona
The typical WhatsApp fan in Brazil is more female, around 40.3 years old, with strong LGBTQ+ Identity tendencies and a notable affinity for Instant messaging.
Top regions in Brazil
| Region | Reach | Affinity |
|---|---|---|
| São Paulo | 7,043,468 | 0.95× |
| Minas Gerais | 2,965,138 | 1.01× |
| Rio Grande do Sul | 2,151,062 | 1.28× |
| Paraná | 2,082,312 | 1.2× |
| Rio de Janeiro | 1,667,272 | 0.63× |
| Santa Catarina | 1,588,120 | 1.22× |
| Bahia | 1,415,269 | 0.76× |
| Goiás | 1,117,385 | 1.03× |
| Pernambuco | 1,075,506 | 0.83× |
| Ceará | 1,050,551 | 0.85× |
| Pará | 794,281 | 0.86× |
| Mato Grosso | 694,598 | 1.31× |
| Maranhão | 645,417 | 0.91× |
| Espírito Santo | 596,389 | 1.01× |
| Mato Grosso do Sul | 510,027 | 1.23× |
| Paraíba | 476,638 | 0.83× |
| Federal District | 456,798 | 0.97× |
| Rio Grande do Norte | 429,969 | 0.91× |
| Amazonas | 409,511 | 0.83× |
| Piauí | 361,953 | 0.92× |
| Alagoas | 360,738 | 0.87× |
| Rondônia | 296,972 | 1.26× |
| Sergipe | 266,361 | 0.9× |
| Tocantins | 241,355 | 1.29× |
| Acre | 109,810 | 1.11× |
| Amapá | 92,821 | 0.92× |
| Roraima | 89,106 | 1.11× |
Top brand affinities
Brands and entities this audience over-indexes on, vs. the country average.
| Brand | Affinity | Category |
|---|---|---|
| Instant messaging | 1.82× | Internet & Social Media |
| Videotelephony | 1.79× | Technology & Electronics |
| Voice over IP | 1.82× | Technology & Electronics |
| Erlang (programming language) | 1.85× | Technology & Electronics |
| OmeTV | 2.13× | Internet & Social Media |
| stay at home mom | 2.19× | Kids & Family |
| Firefox | 1.52× | Internet & Social Media |
| Rexona | 1.52× | Beauty & Wellness |
| Bandung | 1.92× | Travel & Leisure |
| Milo Ventimiglia | 1.59× | Movies & TV |
| Jakarta | 1.8× | Travel & Leisure |
| Chat room | 2.13× | Internet & Social Media |
| Martini (vermouth) | 1.55× | Food & Beverages |
| Kebaya | 1.66× | Fashion & Accessoires |
| Cummins | 1.54× | Business & Career |
| Girlfriends | 1.55× | Movies & TV |
| Hyuna | 1.55× | Music & Radio |
| Pristina | 1.74× | Travel & Leisure |
| ITV (TV channel) | 1.57× | Movies & TV |
| Baby Boy (film) | 1.57× | Movies & TV |
Psychographic profile
Top six personality traits over-indexed by this audience (1.0 = country average).
| Trait | Cluster | Score |
|---|---|---|
| LGBTQ+ Identity | OPEN | 7.78 |
| Price Sensitivity | PREMIUM | 2.68 |
| Mindfulness | BALANCE | 2.25 |
| Luxury Orientation | PREMIUM | 1.64 |
| Design Affinity | PREMIUM | 1.58 |
| Risk Appetite | THRILL | 1.35 |
Worldwide distribution
| Country | Share |
|---|---|
| China | 7.7% |
| United States | 4.3% |
| Brazil | 4.2% |
See WhatsApp audiences in other countries
More Social media audiences in Brazil
Frequently asked questions
How many fans does WhatsApp have in Brazil?
WhatsApp has an estimated audience of 28,365,556 people in Brazil, concentrated in São Paulo and Minas Gerais.
What is the gender split and age of WhatsApp fans?
60.3% of WhatsApp fans are female, 39.7% are male, with an average age of 40.3 years.
Which brands do WhatsApp fans like most?
WhatsApp fans show strongest brand affinity for Instant messaging (1.82×), Videotelephony (1.79×), and Voice over IP (1.82×) over the country average.
Where do WhatsApp fans live in Brazil?
WhatsApp fans in Brazil are most concentrated in São Paulo (reach 7,043,468), Minas Gerais (reach 2,965,138), and Rio Grande do Sul (reach 2,151,062). These three regions account for the largest share of the active audience.
What other brands do WhatsApp fans also like?
Beyond WhatsApp itself, the audience over-indexes on Videotelephony (1.79×), Voice over IP (1.82×), Erlang (programming language) (1.85×), and OmeTV (2.13×) compared to the Brazil average.
How to read this data
Audience size is the estimated number of people in Brazil who actively search for WhatsApp. Affinity is an over-index ratio: 2.0× means the audience is twice as likely to engage with that brand or trait as the country average. Reach is the estimated number of audience members in a region. Regional and brand-affinity tables are sorted from strongest signal to weakest.
About this audience profile
This audience profile is generated by Rascasse from anonymized search-behavior signals across Brazil. For methodology see methodology. Affinity values are over-index ratios vs. the country average (1.0 = baseline). Audience sizes are estimated, not measured.